Академический Документы
Профессиональный Документы
Культура Документы
March 2019
Proponents
Artiaga, Reivin
Estavillo, Isabel
Estavillo, Isidra
Cabigayan, Angelyn
Guro, Princess
Nelmida, Jemmiah
Oquindo, Julia
Table of Contents
CHAPTER I
Executive Summary ………………………………………………………………………
CHAPTER II
Company Background …………………………………………………………………..
Mission & Vision statement……………………………………………………
CHAPTER III
Situational Analysis………………………………………………………………
Market Analysis …………………………………………………………
Customer Analysis……………………………………………………….
Competitor Analysis……………………………………………………..
SWOT Analysis………………………………………………………….
CHAPTER IV
Marketing Objectives…………………………………………………………………….
CHAPTER V
Marketing Strategies…………………………………………………………..................
CHAPTER VI
Implementation………………………………………………………………..........
EXECUTIVE SUMMARY
HMS® Cosmetic Line, HMS is a licensed and standard cosmetic company that will be located
in an industrial area in Manila. We have been able to secure a long term lease for a facility in a
strategic location with an option of a long term renewal on an agreed terms and conditions that is
favorable to us.
We ensured that our facility is easy to locate and we have mapped out plans to develop a wide
HMS® Cosmetic Line, will ensure that all our customers (wholesale distributors) are given
first class makeover whenever they visit our shop and we will ensure that we get our customers
involved when making some business decisions that will directly or indirectly affect them.
HMS® Cosmetic Line, is a friendship business that are owned by a group of friends that
HMS Cosmetic Line are owned by a group of Friends that consist of seven members.
Together, HMS took a year worth of combined experience and Ideas in the cosmetic industry.
To uphold some of different kind of products to release and Produce to people and specially
HMS Cosmetics was first established in the year 2018 by a group of friends.
With a wide range of cosmetics for face, eyes, cheekbones, eyebrows, lips etc. the brand is
also popular for students for its range of creative and aesthetically variations of makeup
products.
The brand was positioned for the millenials & youth but since it has a lot of vibrant colors and
VISION
Our Vision Statement
Our vission is to establish a standard cosmetic whose products that has a longterm
MISSION
Our Mission Statement
Our mission is to establish a standard and class cosmetic brand that is in our own
capacity . We will make sure our cosmetic will attract many people eyes due of the
beauty on it. We will make sure our Environment and Marketing Strategy will help us
Situational Analysis
HMN Cosmetics was first established in the year 2018 by a group of friends.
With a wide range of cosmetics for face, eyes, cheekbones, eyebrows, lips etc. , the brand
is also popular for students for its range of creative and aesthetically variotions of makeup
products.
The brand was positioned for the Millenias/Youth but since it has a lot of
Market Analysis
The HMS® poised for growth on account of growing consumer demand for cosmetic
products such as foundation, lipstick, eyeshadow, etc. High demand for anti-aging products is
expected to drive cosmetics demand considerably over the forecast period. The market has
witnessed shift in demand towards organic and natural cosmetics, which also provides avenues
for growth. Factors such as increasing consumer awareness and rise in disposable income are
estimated to contribute significantly towards industry growth in the future. Factors such as
increasing consumer awareness and rise in disposable income are estimated to contribute
development and provision of an assortment of products is the key strategy adopted by key
Our Environmental will make sure our Business are identified and impact pur assesed and
Customer Analysis
Changing lifestyles
cosmetics market. Consumers have now become more conscious regarding the usage of
cosmetics in their daily life in an effort to step up their style quotient and overall
personality.
Rising disposable income levels of the individuals across various regions is driving
them to buy personal luxury goods, which, in turn, is positively influencing the global
market growth.
Rising trend of the use of natural ingredients in cosmetic products is observed among
various manufacturers.
the use of different ingredients in cosmetic products. In order to sustain and maintain their
Segment overview
The HMS Cosmetics Line is segmented based on category of cosmetics, mode of sale, gender
and geography. The category segment includes skin & sun care products, hair care products,
deodorants, makeup & color cosmetics and fragrances. Among these products, skin & sun care,
and hair care products are majorly used by individuals and hold considerable amount of percentage
share in global cosmetic products category market. The mode of sale comprises retail and online
sale, where retail mode of sale is further classified into general departmental store, supermarkets,
drug stores and brand outlets. Customers for buying cosmetic products majorly prefer the retail
mode of sale.
By Category
Deodorants
Makeup and Color cosmetics
Fragrances
Others
By Distribution Channel
Retail Sales
o Supermarkets
o Drug stores
o Brand outlets
Online Sales
By Gender
Men
Women
Competitor Analysis
Cosmetic is a highly consumer related item. Therefore a very new company in exporting arena
needs to research the market environment of that country including the competitive phenomenon
existing there. Regarding that, while we are going to launch our company HMS Cosmetic Line in
Manila.
While analyzing the competitors, the main competitors should be the local companies and
foreign companies who export in Manila. Although manila does have few local cosmetics
manufacturing company that is why Foreign companies export their products here because 80%
So we wanted to launch our cosmetic line ‘HMS’ in Manila to try to compite the foreign
Marketing Objectives
Objectives:
No Side Effects
Offer Beauty Solutions
Reach Target Markets
Innovation
Marketing strategies
This section discusses the different marketing strategies that HMS Cosmetic line will employ
in order to reach its customers and to encourage customer patronage and loyalty.
Achieving a favorable position in the minds of the consumers and making the product or
service attractive to the target markets entails careful formulation of the marketing mix. Getting
the right mixture of the product, promotion, price and distribution is important in marketing.
The goal of the marketing mix is to potray an image for the product or service that will match
with how the organization wants the product or service to be visualized in people’s minds.
Marketing mix according to Kotler (2001) is the set of marketing tools that the firm uses to
firm in the mind of the consumer. This image is reflected in the customer’s perceptions
and feeling about its product or services. The product is the element in the marketing mix
that includes all of the issues surrounding the development of the product or service.
Price – where market demand and the cost of producing the product or service come
Promotion- consist of all the methods of communicating the product offering to the
lipsticks, blush, rouge, eyeliner, mascara, foundation, concealers, eyeshadow etc. They also have
mineral-based makeup in each of these categories and most of their makeup is available in lotion
The Product: HMS Cosmetics products are not just different but also naturally scented and
colorful to look at. Through a number of brightly colored products and the brand has been able to
Ingredients: Our company makes cosmetics with natural and organic ingredients which are
Real handmade: HMS Cosmetics are actually made by human beings and not machines.
For all skin types : HMS Cosmetics products are suitable for any kind of skin tone.
PRODUCTS
PACKAGING
PRICE
Product 1: Lipstick
= 172.13 Php
HMS lipstick cost 172.13 Php per unit of lipstick to make and we sell it at the price of “250.00
php”
Product 2: Foundation
HMS Foundation cost 429.31 Php per unit/ bottle to make and we sell it at the price of “699.00
Product 3: Eyeshadow
Online sales and marketing channels are adopted by several vendors enabling them to
reach mass markets and foster closer relationships with the consumers. In order to increase the
growth of HMS Cosmetic line we will promote our product by giving out flyers in particular
areas in Manila and by creating pages like Facebook, Twitter, and Instagram page and with the
help of social media it will be an easy way to reach out to the customers, generate awareness
related to the products and attract new potential customers, which may further fuel cosmetics
HMS® Cosmetic Line, HMS is a licensed and standard cosmetic company that will be
located in an industrial area in Manila. Specially Near to Universities and Trend Bazaars
which is Targeted to Students where those YoungAdults promote us to other people which can
We have been able to secure a long term lease for a facility in a strategic location with an
option of a long term renewal on an agreed terms and conditions that is favorable to us.
In spite of the fact that our cosmeceutical make up production plant is a standard one with
a wide range of cosmeceutical makeup products that in few years from now will favorably
compete with other leading brands in the industry like as Uniliver, Vice Cosmetics, BLK
cosmetics, L’Oreal Inc., we will still go ahead to intensify publicity for all our products and
IMPLEMENTATION
Communicate with our staff to make sure they understand how the marketing plan fits within
Let them feel that they are part of the plan and one of the strengths of the company so that
Promote:
Make advertisement